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題 名 | 知覺價格對顧客忠誠度與轉換意願之影響--以行動電話使用者為例=The Impact of Perceived Price on Customer Loyalty and Transformation Intention--The Case of Cellphone User |
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作 者 | 蕭雲祥; 李英蘭; | 書刊名 | 華人前瞻研究 |
卷 期 | 10:1 2014.05[民103.05] |
頁 次 | 頁49-62 |
分類號 | 496.34 |
關鍵詞 | 行動電話; 知覺價格; 轉換意願; 顧客忠誠度; Cell phone; Perceived price; Transformation intention; Customer loyalty; |
語 文 | 中文(Chinese) |
中文摘要 | 本文主要探討行動電話使用者知覺價格與其轉換意願的影響,以及行動電話使用者知覺價格與其忠誠度,如何影響其轉換意願。本文採取隨機便冺抽樣方式,總計回收有效問卷320份,有效問卷回收率80%。本文透過資料蒐集及數據分析,得到以下結論:消費者選定電信廠商的重要考量因素有電信費率和通話品質;在背景變雋中存有性冸及年齡差異情形;知覺價格、轉換意願及顧客忠誠度之間有高度相關;顧客的知覺價格對其轉換意願有顯著影響;及顧客忠誠度的干擾效果不會影響顧客的轉換意願。針對這些結論本文提出建議如下:電信業者應規劃電信費率差異化,並強化通話品質來維繫消費者;電信業者應了解消費者的個冸差異;及電信業者應重視消費者對電信費率的知覺程度,以降低其轉換意願。 |
英文摘要 | The study will discuss the effect of mobile phone provider ―perceived price on consumers‘ intention to transfer and loyalty. The study adopts a random sampling method, there are 320 returned questionnaires and 80% of effective returned rate. This research collection and the data analysis conclusion: Perceived price is useful in predicting mobile phone users‘ transfer intentions, but cannot be used to predict their loyalty; Perceived pricing can predict mobile phone users‘ transfer intention with obvious results; and Mobile phone users loyalty can affect their transfer intentions with less effect. This research the following suggestion: Planning telephone expense rate differentiation and reinforce communication quality; understanding individual differentiation; and emphasis consumer perceived price, then reduce consumer transfer intention. |
本系統中英文摘要資訊取自各篇刊載內容。